If a Twitter user makes a mistake on the entry form and sets the year under the age limit, they won’t be able to correct the mistake right away. According to Twitter, the user is barred from altering their age for an “undisclosed amount of time.” According to Twitter’s head of product marking Guy Yalif, he stated “We are trusting users to input their valid birth date. We have no plans to self identify their valid birthdate or cross reference this with third-party data.”
Alternatively, Facebook is more stringent with underage users as the site requires an age to be entered when setting up a profile. This allows Facebook to filter advertisements of adult products from begin displayed to minors. In addition, Facebook page admins can set an age restriction. Specific to alcohol companies, page admins can categorize the page as “alcohol-related” in order to weed out users according to the drinking age limits in each country. For instance, if a person over twenty-one was a fan of Heineken on Facebook, friends of that person that are under the drinking age won’t be able to see that relationship.
Buddy Media has been testing the new age verification tool with alcohol brands such as Brown Forman’s Jack Daniels and Jim Beam’s Skinny Girl as well as MillerCoors’ Coors Light and Miller Lite. However, the tool is now available to the public and other brands can use it to block access. In addition to alcohol companies, the pornography industry, gambling organizations and pharmaceutical companies could also start using the age verification tool to protect themselves legally while increasing their advertising budget on Twitter.
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